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A Customer Persona is marketing tool used to project and illustrate, in graphic form, an individual’s lifestyle habits, preferences, motivations, demographic background, and other key personality traits that are based on customer research and are intended to represent a broader customer segment of great importance to the company. They are used to deepen companies’ understanding of their buyers, and determine how marketing strategies are developed.
Description of Persona
Choosing a Customer Persona to develop should be aligned with the company’s or business unit goals–either by trying to attract a new customer segment or increasing sales from an existing one. To develop a Persona, it is best to start with a template and outline the basic personality characteristics of the individual, such as their age, marital status, occupation, and an image of the person. From there, give them full-fledged personalities, such as identifying their place of residence, occupation, work/life balance, hobbies and interests, communication style, social media use, life goals and challenges, all of which help to clarify not only how your product or service fits into the overall picture of their life, but also more generally, your brand and marketing strategy for this segment of buyer. Devising a set of marketing messages that are tailored to the Persona’s specific needs, emotions, desires, etc. will increase their appeal and impact.
Tools & Templates
Personas tools and templates are often used within presentations, reports, and other marketing documents.
Praxie's Online Persona Tools & Templates
Unlike most traditional Personas techniques, Praxie’s online Personas collaboration tools allow any team or organization to instantly begin working with our web templates and input forms. Our digital platform goes far beyond other software tools by including progress dashboards, data integration from existing documents or other SaaS software, elegant intuitive designs, and full access on any desktop or mobile device.